Customers have expectations. And the reality is this: meeting expectations isn’t good enough. At best, this keeps customers satisfied, and satisfied customers will leave you (fast) for a better experience or lower price.
Falling short of expectations is another problem altogether.
DHL screwed up the first time I used them for overnight delivery. For some reason, the package never left the distribution center. The customer service rep told me he would try to complete delivery that same day, but couldn’t promise anything. Worst-case scenario was that it would go out the following day – 24 hours late. That wasn’t good enough, and I told him so. His response? “Sir, it’s just an express letter. I’m sure it’s not a matter of life or death.”
Shortly after that, the company announced it would cease express deliveries in the U.S. DHL closed 18 distribution hubs, eliminated 9,500 jobs, and ultimately lost $10 billion in the U.S. in five years. Coincidence? I don’t think so.
